Ralph Lauren and JC Penney have teamed up to launch American Living, an extensive new line of clothing. This marks the first time Ralph Lauren has created a brand for another retailer without using the Ralph Lauren name or some indication of the name like Polo or RLX.
American Living evokes the upscale American lifestyle that the Ralph Lauren brand is best known for — tailored navy blazers ($150), madras plaid skirts ($70), cable-knit sweaters ($60) — and is now available at 600 JC Penney stores and AmericanLiving.com.
Although the prices are 15 percent higher than other labels sold in JC Penney, Michael Boylson, chief marketing officer, counters that "with American Living you can have great style, great quality, at an affordable price." Are you convinced?